The Hundred’s 2026 edition has concluded, with the Trent Rockets winning the women’s competition and the Manchester Super Giants winning the men’s. But who won out in terms of brand awareness?
Using YouGov Surveys data, we asked cricket fans which brands they most associated with The Hundred out of a list. KP Snacks, the contest’s sleeve sponsor – and whose sub-brands McCoys, KP Nuts, and Hula Hoops, among others, serve as front-of-shirt sponsors – came out on top, with 34% recognising the corporate relationship. Vitality, the insurance provider, ranked second (28%), with Monzo coming in third (21%).
Barclays came in close behind in fifth (18%), with Compare the Market (15%), Zoopla (12%) and Citizen (10%) coming in sixth, seventh and eighth. No other brand commanded recognition among more than a tenth of cricket fans.
But which brands actually benefited in terms of perception from the association?
KP Snacks yielded the most positive benefit (29%), with Barclays coming in second: three in ten (28%) cricket fans said they felt more favourable towards the bank in light of its association with The Hundred. A similar proportion said Hundred sponsorship had improved their perception of Skechers (28%) and Vitality (28%), with nearly as many saying the same of Compare the Market (26%) and Monzo (25%). While sponsoring The Hundred made no difference for most of these brands, negative opinion was far lower across the board.
Methodology
YouGov Surveys: Serviced provides quick survey results from nationally representative or targeted audiences in multiple markets. This study was conducted online in August 2026, with a nationally representative sample of 504 cricket fans (aged 16+ years) in Great Britain, using a questionnaire designed by YouGov. Data figures have been weighted by age, gender, education, region and social grade to be representative of all adults in Great Britain (16 years or older) and reflect the latest ONS population estimates.
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